Shopping in our hometown gives extra value. For every dollar spent in a community it is re-spent several times over before it leaves the area. When you buy a pair of gloves at the local shop that money pays salaries of other residents who then buy groceries or shop at the local stores. The "economic multiplier" idea applies to rural areas everywhere. The "shop-at home" campaign is growing as metropolitan areas increasingly try to attract retail sales.

When money is spent outside a rural community, say in a metropolitan area, the recycling of money within the community is short-circuited, local employment is reduced and there are less rural retailers to offer local shopping.

The time is right, this is the year for local rural retail to make a splash in the holiday market. Buyers are looking for alternatives to the "mall" and the "box" store (big square discount store in the suburbs), the internet and the catalogs. Why are shoppers looking for alternatives? They want personal treatment, they want to touch and try out the merchandise, they want to run into a sale and experience the excitement. But mostly, customers want to feel the atmosphere of the holidays that only can be experienced in a festive downtown setting.

This year, if indications are correct, the trend is a shopping experience in a unique area called a village or city. If indicators are correct, people want to shop close to home, be able to have good service, and be able to touch the item and have a pleasant pre- holiday experience.

Rural retail, your time has come. If you promote your uniqueness, treat every guest like you want to be treated. If you actually call your customer by name, and give that personal service and advice that only you can do so well, if you offer something different that can not be purchased at the "big stores" or offer better service, this is your year.

Rural retail, you have something else to offer that Disney has tried for years to copy and spent millions of dollars doing it. The atmosphere of a small community. The quirky little shops with tin ceilings, creaky floors and friendly people, the churches, homes with front porches, wonderful old street lamps and building facades, little inns, Bed and Breakfasts, restaurants and taverns unlike any other. And don't forget the slower pace that says, stop and enjoy the season.

The VFR tourist - people who are visiting friends or relatives as the primary purpose of their pleasure trip.
Total spending by VFR tourists per trip is $332.69 as opposed to a casino gamer at $730.00, or a general touring tourist at $602.43 reports the MSU Tourism Center's Don Holecek in the October ‘99 issue of Michigan Chamber of Commerce.

"Once we compile the data, Michigan may be positioned to become the national leader in Ag Tourism promotion and education development." says Dr. Ed Mahoney, Michigan State University. A number of tourism and agriculture organizations are collaborating to compile this information. Contact Tammy Rummel to find out how your Ag Tourism business can be part of that inventory. E-mail claerhou@pilot.msu.edu or phone 517-353-5190 or fax 517-432-3597.

Let me explain this concept. Park areas, either city- or privately owned, offer overnight camping for recreational vehicles bringing hundreds of people into downtown areas daily. Nightly fees are the similar to Michigan camping fees of $12 to $24 dollars per night, which provides a electrical hook up, sewer station, and sometimes a laundry. Discount and Grocery stores also provide free camping in their parking lots, with hook ups and sewer station. When we look at the demographics of the motor home or travel trailer owners, they are over forty, and above average income just looking for a place to shop, eat and take in the local culture.

When I mentioned the downtown camping park idea that seemed new to me to our local Chamber of Commerce Director, he stated that the Three Rivers downtown park offered camping many years ago.

So neither of the ideas are new. Cruise ships were part of Michigan history and we are exploring that again, downtown camping was here and gone but, may be one worth rethinking.

Here is your opportunity to list learning and networking opportunities for the Tourism Industry.

If you did not attend Michigan Festivals and Events Workshops on November 5, make a note to contact Sue Bila, Michigan Festivals and Events Association to be sure you are on the mailing list for November 2000. Phone 517-845-5074 or fax 517-845-2080.
Also contact Michigan Festivals and Events Association mentioned above if you are an artist or crafter who is available to show at events statewide. They are compiling a MFEA 2000 membership and buyers guide. You could be listed for the spring distribution.

Keep Michigan Beautiful, Inc annual conference was October 28. Call Lincoln Avery to be informed of other events. Phone 248-477-6647 or fax 248-477-3065

September 2000 is the opening of a well known retail store, an outfitter of hunting, fishing and outdoor gear in Dundee, Monroe County. The store will encompass 200,000 square feet and is part of a 150 complex of hotels, restaurants, etc. The store is expected to attract six million visitors a year, one million from out-of-state. Thanks Michigan Economic Development Corporation for working to bring the store to our state.

Michigan Tourism Conference was October 17 and 18 in Dearborn, I have heard it was the best ever. Call Travel Michigan at 517-373-0670 to receive a brochure for year 2000.

Make a note to keep sending calendar items to Tourism Matters. Sometimes our publication timing does not correspond with your event, but we will sure try to mention the venue when it does. Sending upcoming event dates at least six months ahead will help us get your message out.

If you did not attend the October 4, Quality Service Training by Bill Shepler, of Shepler’s Mackinac Island Ferry Service, you missed a great program.

Bill began his presentation by asking the questions "What components of Quality Service do my guests/customers expect? What are the components of quality service valued by my organization?" This lead the group to compare what our customers expects to what we really offer.

Mr. Shepler discussed dress codes in what he describes as the organizations "Costume". How the costume must be uniform for all employees right down to the type and length of socks that are worn.

Bill introduced the group to the idea that the area where staff work with the customer is the "on stage". The delivery of the products is in the smile, courtesy, efficiency and friendliness that the staff projects.

Mr. Shepler said that each business must develop and define their own service culture. All levels of the organization must be involved in the service culture and have a strategy to be able to consistently deliver quality service. The average unhappy customer will share their negative experience with at least 250 people.